"You're an extraordinary species. You have the potential to live a gigantic, healthy life. All you need to do... is choose." These are the opening lines of the alluring and much talked about TV advertising campaign developed by Johannesburg agency human.kind (formerly MGM) for glass manufacturer Consol Glass. Not only has this campaign received much air time and acknowledgement in the local media, but it has now also attracted the attention of international critics. In May the campaign's television and cinema commercials were nominated as one of the finalists in the New York Festival's World's Best Advertising awards.
The annual international awards ceremony celebrated the best work on offer by the advertising industry from over 70 countries, across categories that included art, technique and technology, design, digital and interactive, marketing effectiveness, outdoor, public relations, print, radio, television and cinema. A real coup for the truly South African agency, human.kind walked away from the awards with a finalist certificate for best use of medium against very stiff competition.
The rationale behind the award winning advert is that there are fundamental choices connected and aligned with the achievement of good health. Everyone concerned with and wanting to enjoy good health must make mindful healthful choices, and in so doing, increase their potential to live long, full, happy, and satisfied lives; for without health it's unlikely that a person will ever realise their full potential.
Based on this notion, Consol's brief to Human.kind was to inspire, motivate and educate its audience about the importance of glass packaging as a healthy choice and in so doing encourage choices that support personal and family health, as well as the health of the environment. The creative needed to evoke a feeling that would get people thinking about choosing health. Masterfully woven into this inspirational story is the message that part of choosing a healthier lifestyle includes choosing glass over other forms of packaging - for glass is healthy packaging.
Commenting on the campaign, Consol Manager: Marketing & Communication, Janine Loftie-Eaton says: "Almost everything we consume is presented in some form of packaging. We want to encourage consumers to start consciously considering the health aspects of the packaging that they choose. When it comes to glass it scores well on a health check: it is inert; odourless; completely pure and without contaminants; the only packaging that does not require extra layers to protect its contents; it doesn't leach any synthetic chemicals into its contents; and is the only packaging material 'Generally Recognised as Safe' by the FDA."
Strong messages ring through that support the achievement of this strategy: "Choose healthy packaging. Choose responsibly"; "Choose for your family"; "Choose peace of mind and recycling bins"; "Choose half full, less risk, better"; and finally "Choose health, choose glass".
"This is a campaign that exhorts consumers to make choices that will support the achievement of a gigantic, healthy life; choices that include glass packaging. Having made that choice we remind our audience that they will also reduce their individual carbon impact by choosing glass, which is totally natural, made of raw materials, including silica sand, soda ash, limestone, and cullet (waste/broken glass), and 100% recyclable -- and therefore healthy for the environment. As a packaging solution glass also allows consumers to reuse the containers, which gives glass an endless life span and this reusability gives it extra appeal over other packaging."
Human.kind selected acclaimed local poet and journalist Toast Coetzer, heralded as one of South African's finest poets, to inspire the scripts in several variations giving air time durations of 30, 45, and 60 seconds as well as a two minute version. All express the individuality of ordinary people and the diversity of choices they face on a daily basis, while subtlety conveying the benefits, that stem from making choices that put health first. Filmmaker and musician John Savage, the lead singer of successful local band Cassette, was appointed to write the musical score and was also the voice of the advert that has screened on television and cinema screens nationwide.
"We wanted anyone exposed to our campaign to stop and consider its content; to evaluate their life and the impact of their choices on their health. Through thought provoking scripting, emotive imagery and a complimentary music score, we set out to make the connection between health and choosing glass over other forms of packaging. Our nomination and recognition in these prestigious awards confirms that we have successfully attracted the kind of attention we were looking for," concluded Loftie-Eaton.
Further media support of the ad campaign is expected to be rolled out throughout 2011. When the campaign first broke, social media platforms were also used to extend the reach of the campaign messaging: Twitter (Consol_Glass) and Facebook (Consol Glass).
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